This advertisement represent Jay-Z as dangerous and powerful. This is due to the connotations of the colour red, which imply danger and willpower. The advert therefore represents Jay-Z as dangerous and passionate in his craft of rap. The use of language is also effective in representing Jay-Z as powerful, as it uses biblical lexis and phrases such as 'Kingdom Come' to show that Jay-Z is the 'God of rap'. The white text on the black background makes this stand out even more which shows that Jay-Z is unique due to the contrast shown here.
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